Have you ever sat down to write a simple description of what you do… and immediately spiraled into an identity crisis?

That quiet little question creeps in—

“Wait…..does this actually match the story we’re trying to tell?”

It always seems clear in the meeting.

Until you’re mid-deck, mid-doc, mid-launch… and suddenly nothing aligns.

Now you’re second-guessing the message. Rewriting content over and over.

And wondering why everything sounds just a little bit off.

(You’re not crazy. And you’re definitely not alone. Promise.)

What’s actually happening?

You're missing a clear set of messaging pillars.

And without them, every project starts from scratch, and nothing quite sticks.

What are messaging pillars, anyway?

Think of them as your brand’s go-to talking points.

The themes that show up everywhere—sales decks, website copy, investor calls, content, the works.

Strong ones tell people:

• What you believe
• Who you help
• Why it matters

Weak ones?

They’re forgettable. Generic. And create confusion.

How to Spot a Bad Pillar

☒ Too broad to mean anything

☒ Sounds like a corporate value in disguise

☒ Overlaps with the other ones

☒ Doesn’t show up in real conversations

If it doesn’t help people instantly get what makes you different, it’s not a pillar. It’s dead weight.

How to Choose the Right Ones

1. Pick 3–5, max.

More than that? You’re just building a word salad.

2. Give each one a sharp point of view.

Say something. Don’t just nod at it. Take a stand. Challenge assumptions. Reframe the problem.

3. Stress test it.

Would your team actually use this in a pitch? No? Sharpen it—or cut it.

4. Make it unmistakably yours.

If a competitor could say it too, it’s not a pillar. It’s a placeholder.

What does a strong pillar actually look like?

Let’s say you’re a healthtech startup that helps clinics reduce patient no-shows through smart scheduling and text reminders.

Here’s the kind of vague, unhelpful pillar I often see:

❌ “Patient Engagement”

(Sounds important. Means nothing. Zero direction for content or messaging.)

Now here’s a stronger, sharper messaging pillar:

✅ No-Shows are a Communication Problem, Not a Patient Problem

We help clinics cut down no-shows by building clear, automated outreach flows that make it easy for patients to confirm—without staff chasing every appointment.

Why it works:

• Clear audience: Clinics and busy healthcare providers
• Strong POV: No-shows aren’t a patient problem—they’re a communication problem
• Emotional benefit: Less chaos, more predictability, smoother operations
• Strategic depth: You can build campaigns, proof points, sales language, and internal comms around it

That’s what a real pillar does:

It anchors messaging decisions—not just language.

Your Tiny Challenge:

Write one messaging pillar.

Just one sentence. Think:

[Theme] + [Sharp Point of View] + [Proof or Outcome]

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